Beam Facts

Beam facts are a series of animated social posts designed to increase brand awareness through organic social channels by sharing informative content in an interesting way. I conceptualized, storyboarded, illustrated, and animated each Beam fact.

Goal

As Beam grew its marketing team and brand presence our social media strategist looked to relaunch our organic social strategy. We needed to produce a content marketing strategy that would provide value to the users as well as hold their interest. We decided to put together a number of posts to test what content would drive engagement. A successful result would be one that increases engagement on our organic social platform.

Process

As a test, we put together an animated post based on a dental puns. This post quickly became one of our more successful posts and we decided to schedule a bi-weekly animated post. Initially, we tried dental puns and jokes to help create some personality for our brand, but we then decided to pivot to dental trivia to maintain a more professional feeling.

Each Beam fact post began with reviewing the weekly blog for interesting content to share. From there I generated storyboards and style frames to review with business partners for approval and feedback.

Once we agreed on the storyboards I generated an animation-ready illustrator file. Having a clean art file to animate makes the animation process much easier. Animating, though time-consuming, becomes a process of executing a well-thought-out plan.

Solution

The resulting pieces of content embodied the Beam brand and tone while also building awareness for Beam and promoting engagement with social platforms and the blog. Often times Beam facts became great pieces of content for the sales team to share on their own social platforms to promote Beam and engage with potential broker partners.

Result

The Beam fact series became a bi-weekly post on Beam’s social media for nearly a full year. In that time we saw significant growth in our social interactions and engagement in not only the social posts but also the Beam blog.

Weeks with Beam Fact posts saw an average increase in the following metrics:

Impressions +44.32%

Engagements +51.35%

Clicks +83.93%

Audience +81.05%